Transform Your Website Into An Active Marketing Machine · Transform Your Website Into An Active Marketing Machine Alan Gross, President, GSM . 2 Alan Gross, President, CSM Alan Gross

1

Transform Your Website Into An Active Marketing Machine

Alan Gross, President, GSM

2

Alan Gross, President, CSM

Alan Gross is president of GSM Marketing, a marketing partner to TPAs,

recordkeepers, and other service providers in the retirement space since 2009. GSM

helps clients establish stronger brand identity, tell better stories and answer “Why Us”

on everything from their websites to expert content delivered through video,

whitepapers, webinars, and events.

Prior to starting GSM, Alan worked for 16 years with SunGard’s Relius and Omni

solutions for recordkeeping, administration, and government reporting. He led software

training groups and later, marketing teams for these leading brands. Before joining

SunGard, Alan held licenses as a securities and options principal for a stock brokerage

firm. More at www.gsm.marketing

3

Transform Your Website Into An Active

Marketing Machine

Alan Gross, GSM Marketing

© 2016 GSM Marketing LLC

4

Thanks for the opportunity to spend

time together

5

GSM www.gsm.marketing

Our path today

• Making your website work

• Your website strategy

• The purpose(s) of your website

• Clear and compelling messages

• Cost effective ways to engage

• Showing up

• Gaining insight about who’s visiting

6


Making your website work

It means to evolve from a

passive due diligence site to

an active site that supports

business growth.

7


Your website strategy - why it matters

It’s the most visible

component of your

marketing strategy

8


Website Usability Matters

• Desktop and mobile experience

• Responsive design

9


What makes a website super mobile friendly?

Mobile friendly

websites are designed to

accommodate the

screen sizes and

simplified navigation of

mobile users.

10


Consider these stats

25% of Americans

only use mobile

devices to access

the Internet.

Source: GoMoNews.com

11



In 2013, mobile

phones overtook PCs

as the most common

web access devices

worldwide. Source: Gartner.com

12



81% of smartphone

users have done

product research

from a smartphone. Source: Morgan Stanley

13



No single screen size

has more than 20% of

the market share.

Source: Mobify Research and Development

14



90% of people move

between devices to

accomplish a goal;

smart phones, PCs,

tablets or TVs.

Source: Google

15


So makes a website mobile friendly?

• Content dynamically realigns based on the screen size

of the user's device to retain its readability and

organization.

• Content may be hidden due to bandwidth requirements

or display properties so that mobile users will have a fast

and enjoyable web browsing experience.

• Navigation anticipates swiping or gesturing rather

than using a mouse and a traditional menu.

16


The purpose of your website

• Due diligence

• Resource

• Supporting partners

• Supporting lead generation

17


Clear and compelling messages

• WHY US

– Why you are the expert partner to many

– How you help clients reach their goals

18


Cost effective ways to engage

• Articles

• Videos

• Webinars

• Social

19


Showing up: promoting your presence

20


Gaining insight about who’s visiting

• Identifying visitors (not just hits)

• Intel about how visitors use your site

• Personalizing communication

• Supporting lead gen

21


Wouldn’t it be helpful to know

• Who is coming?

• How often?

• Why?

• How do you engage them?

22


Your marketing team

• Professional website design, build and hosting on fully

responsive, mobile-friendly themes.

• Fully integrated marketing automation programs with

content development, email and social promotion to drive

engagement and support lead gen.

23

Make Your Website Work For You

Alan Gross, GSM Marketing

Transform Your Website Into An Active Marketing Machine · Transform Your Website Into An Active Marketing Machine Alan Gross, President, GSM . 2 Alan Gross, President, CSM Alan Gross

Documents